By Boris Esono Nwenfor
For years, African entrepreneurs have faced a familiar challenge: producing quality goods with strong market potential yet struggling to overcome the complex barriers separating them from international buyers. Issues such as certification, export procedures, financing, branding, logistics and market intelligence have often limited the ability of small and medium-sized enterprises (SMEs) to compete globally.
It is against this backdrop that Emilie Siewe, President and Chief Executive Officer of the American Liaison in Africa (ALA), is leading a new movement aimed at transforming Africa’s export landscape.
Through the Africa Trade Accelerator (ATA) Export Readiness Program, Siewe is championing a vision where African businesses are not only producers but also global competitors capable of accessing and succeeding in international markets.
The two-day programme, held from May 28 to May 29 at the Cococtier Hotel in Douala, brought together entrepreneurs, producers, exporters, government institutions, financial institutions, logistics providers, and international experts to strengthen the capacity of African businesses seeking entry into global markets, particularly the United States.
For Siewe, the success of the programme was measured not only by the number of participants but by the practical transformation it created. “The United States remains one of the world’s largest consumer markets and offers significant opportunities for African products,” she said.
“Through initiatives such as AGOA and growing interest in African goods, we believe African businesses can capture greater value if they understand U.S. standards, regulations, and buyer expectations.”
In an interview with Pan African Visions, Emilie Siewe described the key achievements of the 2026 edition and what the long-term vision is for the Africa Trade Accelerator Export Readiness Program.
The two-day Africa Trade Accelerator Export Readiness Program ended in Douala. What would you describe as the key achievements of this 2026 edition?
Emilie Siewe: The 2026 edition was a major success. We brought together entrepreneurs, producers, exporters, government institutions, financial institutions, logistics providers, and international experts under one platform. Participants gained practical knowledge on export procedures, compliance requirements, financing, branding, and market access. Most importantly, we helped transform export ambitions into actionable export plans.
What inspired American Liaison in Africa to launch the Africa Trade Accelerator initiative?
Emilie Siewe: We observed that many African businesses have excellent products but lack the knowledge, networks, and technical preparation needed to access international markets. ATA was created to bridge that gap by equipping SMEs with the tools, connections, and confidence to export successfully.
Why was there a particular focus on helping African businesses access the United States market?
Emilie Siewe: The United States remains one of the world’s largest consumer markets and offers significant opportunities for African products. Through initiatives such as AGOA and growing interest in African goods, we believe African businesses can capture greater value if they understand U.S. standards, regulations, and buyer expectations.
What are some of the biggest gaps African exporters still face when trying to enter international markets?
Emilie Siewe: The main challenges include compliance with international standards, quality consistency, packaging and labelling requirements, export documentation, access to financing, and market intelligence. Many businesses also lack direct connections to buyers and distribution networks.
What level of interest and engagement did you observe from participants?
Emilie Siewe: The engagement exceeded our expectations. Participants were highly interactive, asked insightful questions, and demonstrated a genuine commitment to expanding beyond local markets. The strong turnout confirms that African entrepreneurs are eager to compete globally when given the right support.
Many African businesses struggle with meeting international standards and certifications. How can ATA continue supporting participants beyond this workshop?
Emilie Siewe: ATA is designed as more than a training program. We will provide continued mentorship, technical guidance, networking opportunities, and connections to experts and institutions that can help businesses obtain certifications, improve compliance, and access export markets.
The program was organised under the patronage of the Prime Minister, with support from the Ministry of Small and Medium-Sized Enterprises and the U.S. Embassy. How significant are such partnerships?
Emilie Siewe: These partnerships are critical. They provide credibility, technical expertise, and institutional support. They also demonstrate a shared commitment to strengthening the competitiveness of African SMEs and expanding international trade opportunities.
Beyond training, does ALA intend to provide mentorship, market linkages, or follow-up support for participants?
Emilie Siewe: Absolutely. Our objective is not simply to organise events but to create export success stories. Participants will continue to benefit from mentorship, business matchmaking, market access opportunities, trade missions, and strategic partnerships through the ALA network.
In practical terms, what should a small business owner do first after attending this export readiness program?
Emilie Siewe: The first step is to evaluate whether their product is export-ready. They should review quality standards, packaging, production capacity, and compliance requirements, then develop a clear export strategy focused on one target market.
What message do you have for young entrepreneurs and agribusiness operators who still believe exporting is only for large companies?
Emilie Siewe: Exporting is no longer reserved for large corporations. With digital tools, e-commerce platforms, and access to information, even small businesses can reach international buyers. The key is preparation, consistency, and a willingness to learn and adapt.
What is your long-term vision for the Africa Trade Accelerator Export Readiness Program?
Emilie Siewe: Our vision is to build Africa’s leading export readiness platform, supporting thousands of SMEs across the continent. We want ATA to become a catalyst for job creation, value addition, and increased African participation in global trade.
What is your message to policymakers and international partners about the future of African exports and trade integration?
Emilie Siewe: Africa possesses immense potential. To unlock it, we need stronger collaboration between governments, development partners, and the private sector. Investments in infrastructure, standards, trade facilitation, and SME development will be essential to positioning Africa as a competitive global trading partner. The future of African exports is bright, but it requires a well-built ecosystem, sustained commitment and partnership.
